While social media certainly has its place as part of an overall marketing strategy, fashion brands need to look beyond the medium’s ability to simply drive short-term sales. Social media has proved itself to be a very powerful tool in some circumstances, but when it comes to clearing clothes rails its effect on our immediate purchasing decisions may be less powerful than commonly assumed, while its real potential remains overlooked.
Of course, popular brands will continue to clock up followers and endorsements on social media – ASOS is particularly good at this – but many of these individuals will be looking for opinions, reviews or customer service, rather than opportunities to make purchases. As such, a social media strategy designed purely to drive sales is going to deliver relatively poor ROI. Assessing the commercial value of a ‘fan’ on social media has long vexed digital strategists. How can you measure the value of different types of consumers – is a dedicated follower of fashion worth more or less than a fan of a specific brand? Read More